Don't Communicate: Engage!

This week I was preparing a presentation about how nonprofits can engage with the public better. The trick is there is no trick. There isn't a magic formula to improve public engagement but I do know what doesn't work. It doesn't work to yell louder or even more frequently about how your organization and its programs are the best that ever was.

Public engagement is committing to a two-way relationship where each party gets something out of it, not a one-sided relationship where the nonprofit seeks public support, volunteers, donations, or even clients. Do you really know what your community needs and wants from you?

So before you start talking, start listening. And even better, commit to building a culture in your nonprofit organization that is open to outsiders at all times. Think about how you share what you do, why you do it, what impact you are having, and how you manage your finances. It's actually pretty simple to say but very hard to do.

Nonprofits are notoriously risk averse and fearful of being "exposed". It is this fear that keeps the public from truly understanding what they want to do and why they should be supported. Be brave, be fearless, and then the public will find you and want to come along for the ride. Think mutual benefit.

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